Jaisa Naam Waisa Kaam, StanChart's ideology reflected in its campaign

For the aam admi banking  services are more of a mystery.So unless the communicatioin is fun/informative   more often  than not the message gets lost.

Its been observed while dealing with  banking services, customers are, at times, apprehensive about hidden terms and conditions. They are worried there may be more than what meets the eye in a bank’s promises.  Every bank tries in its own way to assuage these concerns but doubts still linger on. With an intention of rooting out these doubts once and for all, Standard Chartered Bank has launched a new campaign captioned “ Jaisa Naam Waisa Kaam”.

To know more about the campaign we decided to speak to Sanjeeb Chaudhuri Regional Head South Asia & Global Head of Marketing, Consumer Bank and this is what he had to say about the new campaign, its conception, execution and the way forward.

On asking about the brainstorming the bank did for this campaign. Sanjeeb answered that the bank conducted extensive research on the inherent needs and expectations of a consumer from a banking relationship. “We carry out research globally from time to time to understand the needs of the consumers and to find innovative solutions to their problems. Our research showed us that customers want to feel good about having opted for a value proposition. They do not want intangible propositions to be articulated by banks. They are looking for tangible benefits. So if the bank promises 24X7 call center service, it should be available 24 hours.

What specific objectives is the bank planning to achieve through this campaign and how will it help to rope in new customers? Sanjeeb explained that, with the campaign, the Bank wanted to bring about a certain degree of distinctive value proposition in the consumer’s mind for the banking products that SCB offers. He added, “Based on research, we believe the consumer is looking for something that is tangible, convenient and rewarding. But beyond this, the customer is desirous of a great banking relationship. The basic premise of the campaign is that we bring both the convenience and banking relationship aspects together. We wanted to focus on priority and preferred banking propositions from Standard Chartered as relationships that actually add tangible benefits over and above what the customers already have.

On  enquiring  about the brief given to the media agency and the creative agency for the campaign and here is what he had to say. Standard Chartered’s brief to TBWA (Creative Agency) and OMD (Media agency) and the director of the campaign Mr.Rahul Sengupta was that the uniqueness of SCB value propositions should come out clearly in the campaign. In a cluttered advertising environment, SCB was very clear that the campaign message must stand out. Both the content and content delivery must be appealing. This brief was then developed into the idea that people are named after certain attributes but not all live up to the names. However, Standard Chartered is a brand that actually lives up to its name. Benefits such as  5% cash back on debit card spends, 2 free domestic air tickets, up to 8% on idle funds and many others were tangible promises made and delivered by the bank, hence the caption: “ Jaisa Naam Waisa Kaam”.

The promotional details about the campaign on different media  Sanjeeb said that the  campaign will have 360o media coverage in the true sense with the Television medium being supplemented by Print, Radio, Outdoor and Digital. However the underlying theme of the campaign will remain the same across media.

Our last question was whether the bank planning something different to attract the youth Sanjeeb replied, “

We have decided not to typecast the target market using the conventional demographic characteristics of age, gender, etc. We are looking for a certain mindset and that mindset could be possessed by different age groups of men and women alike. The message is designed to appeal to a person who values a great banking experience and therefore can relate to the benefits that our propositions have to offer. The “banking relationship” is the centre-piece of our message and it will attract a certain target audience from a psychographic point of view. | By Rabab Rupawala [rabab(at)adgully(dot)com]